The tourism organization of a destination has a precise understanding of the needs and preferences of its guests. However, the attitudes of the local residents are often unexplored. The residents represent an extremely important interest group in a destination. They are representatives of the destination, both externally and internally. This means they shape the life and atmosphere of the destination and act as representatives of the place for its guests. At the same time, residents serve as ambassadors for their home and can become multipliers. As part of this study, the attitudes of the citizens of Bad Zwischenahn towards tourism in their hometown were examined through a telephone survey. The somewhat surprising results of the study led to the creation of a strengths and weaknesses profile for Bad Zwischenahn.